EXHIBIT 23



CONSENT OF INDEPENDENT AUDITORS



     We consent to the incorporation by reference in the Registration  Statement
(Form  S-8  No.  333-75477)  pertaining  to the  Retirement  Savings  Plan,  the
Registration  Statement  (Form  S-8  No.  333-21857)  pertaining  to the  Equity
Incentive Plan, The Registration  Statement (Form S-8 No. 333-22673)  pertaining
to the 1995 Director Stock Option Plan, and the Registration Statement (Form S-3
No. 333-29425) pertaining to the Dividend Reinvestment and Direct Stock Purchase
Plan of American  Medical  Security Group,  Inc. of our report dated February 7,
2000,  with respect to the  consolidated  financial  statements and schedules of
American Medical Security Group,  Inc. included in the Annual Report (Form 10-K)
for the year ended December 31, 1999.



                                                     /S/ ERNST & YOUNG LLP
                                                     ---------------------------
                                                     ERNST & YOUNG LLP

Milwaukee, Wisconsin
March 9, 2000